Personalized Nutrition: an Upcoming Trend of Food Customization

Global Personalized Nutrition Market Report Forecast Upto 2025
Over the past couple of years, personalized nutrition has become a major driver in the nutrition industry. Millennials are especially keen on customized nutrition solutions, due to rising healthcare costs. The larger movement around personalized nutrition can be an exciting opportunity for companies in the dietary supplement and natural products industries for a few reasons. Primary, the technology has helped pave the way for it. With the popularity of various testing techniques, from DNA to gut biome, there is an opportunity to understand nutrition on a whole new level and for people to really drill down to the specifics of what makes their body be its best. Secondly, personalized nutrition testing and real-time reporting on a person’s diet, exercise, nutrition goals, and prescription medication use collected in one place will help bring personalized nutrition from trend to mainstay. Despite several obstacles such as low consumer awareness, prevalence of one-size-fits-all solutions, etc., the market for personalized nutrition remains on track, as newer companies join the field and consumers are increasingly drawn to individualized nutritional goods and services.

Wearables in the form of miniaturized bracelets, monitors, pedometers, glasses and watches represent one of the most intriguing and rapidly morphing categories for personalized nutrition. These wearables, wristbands like Fitbit, Jawbone Up and Nike Fuel, are used widely for tracking health stats. Millions are tracking their steps, their sleep, their heart rate, their glucose levels and their caloric intake. Increasingly, either medical or personal training expertise is interacting with all these data. The wellness industry covers a multitude of activities and lifestyles, giving individuals a near infinite amount of opportunities to improve their health and well-beings. These opportunities offer clubs a wealth of options to develop the right programming for their members. 

Despite several obstacles (low consumer awareness, prevalence of one-size-fits-all solutions, etc.), the market for personalized nutrition remains on track, as newer companies join the field and consumers are increasingly drawn to individualized nutritional goods and services. These factors bode well for personalized nutrition going forward, making it a particularly attractive prospect for several participants. Those that stand to benefit include food and beverage brands, nutritional supplement companies, grocery stores/specialty nutrition centers etc. These companies allow to connect with consumers seeking new holistic nutritional solutions, while providing larger manufacturers opportunities to invest in disruptive food start-ups. The nutritional supplement companies Serve as a viable growth channel as well as the means to achieve ongoing regulatory compliance. Whereas, the grocery stores/specialty nutrition centers Encourage the formation of new partnerships for bringing more holistic nutrition solutions to the marketplace.

According to latest report published by Axiom MRC on Global Personalized Nutrition Market Report,  North America is expected to account for the largest market for personalized nutrition, dominated by the U.S. The U.S. dominated the global personalized nutrition market owing, presence of major manufacturers such Abbott Laboratories, Pfizer Inc, Glanbia, Amway, Carlyle Group, Danone Nutricia, Nestle Health Science and increase in usage among adults between the ages of 18 and 34. For instance, as per the recent annual survey conducted by Ipsos Public Affairs on behalf of the Council for Responsible Nutrition (CRN), about 71% of U.S. adults or more than 170 million Americans are consuming dietary supplements for various dietary purposes. Furthermore, increasing geriatric population has also upsurge the growth of this market.

The Europe also represents a major market for personalized nutrition, led by Germany, owing to increasing number of consumers opting for healthy lifestyles. Moreover, Asia-Pacific is the fastest growing market for personalized nutrition within the forecast period 202 to 2025, fueled by an increase in disposable incomes coupled with rapidly changing lifestyles.

Many companies, from start-ups to multi-nationals, invest in research on personalized nutrition. Most of the products currently present on the market have been developed by start-up companies that are in some cases fueled by interdisciplinary cooperation’s in science hubs. Recent examples are STYR Labs providing personalized supplement powders, and Multiply Labs offering personalized 3-D printed supplement pills. One of the most recent launches is Habit, a start-up from Silicone valley financed by Campbell, which developed personalized food (home delivered), tailor-made to customers’ genetics and metabolism.


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